Rachyl Jackson and Jess Bachman

NAIL Communications has launched NAIL.social, founded to help clients navigate the ever-changing world of social media by using research, creativity and experimentation to deliver industry leading results in both paid and organic, according to Jeremy Crisp, managing partner of the advertising and branding firm.

Lead Scientists Jess Bachman and Rachyl Jackson will helm NAIL.social. Bachman had previously served as Digital Strategy Director at NAIL since 2017 and Jackson who was Social Analytics Manager at the agency.

Crisp explains the formation of the dedicated group, “The growth of social is not a trend. It is the future. Over the last few years virtually every multi-media campaign we’ve started with a client has been adjusted mid-stream to re-allocate more into social media. Because it works better than anything else. And we can prove it.”

NAIL.social has already worked with a variety of the agency’s clients including Woodchuck Hard Cider, USAFacts, Topo Athletic and Rhode Island Tourism.

Creative Partner Alec Beckett adds, “Social media is not a threat to creativity in our business. It may in fact be the best thing that ever happened to it. Think of it, the better your work is, the less they charge you to run it. Imagine if traditional media worked that way? ‘A Super Bowl spot costs $5 million to run, but a GREAT Super Bowl ad will only cost $2 million.'”

NAIL.social joins NAIL[PR]—a dedicated PR agency —on NAIL’s roster of specialized services.

Located in Providence, R.I., NAIL, www.nail.cc, is a creative consultancy specializing in advertising, design and branding communications for a roster of clients including Topo Athletic, Lifespan, Bose, R.I. Commerce Corporation and Tufts Medical Center.